DEFINING YOUR VISION AND MISSION
LEARNING OBJECTIVES
By the end of this session, you should be able to
- describe the difference between a vision and a mission
- use a vision and mission to create alignment and excitement, and
- run a workshop to define or iterate a vision and mission statement with your team
NOTE
You might see the words ‘vision’ and ‘mission’ used interchangeably. It can be confusing.
What’s important is that you, your team and your leadership have the same definition.
VISION
WHAT IS A VISION?
How would you describe a vision?
Can you remember a vision you’ve heard?
WHAT IS A VISION?
A vision describes a bold, inspiring picture of the future we’re aiming to bring about for users.
It’s a vivid image of where we want to end up. It’s ambitious and requires a leap of faith.
Example
“Create economic opportunity for every member of the global workforce.”
Example
“Create economic opportunity for every member of the global workforce.”
LinkedIn!
WHAT MAKES A GOOD VISION
- A bold and inspiring outcome for users
- A clear, understandable future state
- Specific and actionable, not just ‘be the best’
- Aligns with organisational goals and strategy
- Acts as a guiding principle for decision-making
SIMON SINEK – THE VISION TEST
What does Simon say makes a good vision?
Does the vision for our platform fit the Vision Test?
IT’S JUST A STORY, IN A SENTENCE
A vision is a story we tell ourselves, and each other, to remember what we’re heading and why.
Writing a vision is a creative act that helps you and your team see the future world you could bring about.
QUESTIONS?
We’ll move on to Mission next...
MISSION
WHAT IS A MISSION?
How would you describe a mission?
Can you remember a mission you’ve heard?
WHAT IS A MISSION?
A mission is a stake in the ground, a bold step along the way to fulfilling our vision.
It tells us a specific destination, what’s better, who for, and how we might get there.
Example
“We’re going to land people on Mars by 2025 by manufacturing and launching advanced rockets and spacecrafts”
Example
“We’re going to land people on Mars by 2025 by manufacturing and launching advanced rockets and spacecrafts”
SpaceX!
WHAT MAKES A GOOD MISSION
- A tangible point on the horizon
- Describes what’s changed, for who, by how much
- Talks about how we might get there
- A step towards fulfilling our vision
IT’S JUST A STORY (AGAIN)
Like a vision, a mission is also a story we tell ourselves. It tells us where we’re going next and how we’ll get there.
Writing a mission is a creative act that brings a distant future closer into range. It’s less overwhelming and feels more achievable.
EXAMPLE: GITLAB
NOTE
This is one of those times you will see the words ‘vision’ and ‘mission’ used interchangeably.
The key point is about cadence.
GITLAB
Our mission is on a 30-year cadence. It is the inspiration for our company vision, which is on a 10-year cadence.
Our vision here is reflected in our company strategy, which is on a 3-year cadence.
OUR TIME HORIZONS
Vision: 7 to 10 years
Mission: 3 to 5 years (ish)
Strategy: 1 to 2 years
Not official, just a useful thinking device.
QUESTIONS?
We’ll cover exercises next...
EXERCISES
PART ONE
Tim Herbig, a product consultant, recommends using existing research and insights to create an empathy map first.
This will help to centre yourselves around your users.
PART TWO
Synthesise the empathy map into vision statements.
Tim uses these three questions to shape vision statements:
- Who are your intended users? Have we mentioned them?
- How will they behave, feel, or look in the future compared to today?
- How will your product create this difference?
PART THREE
Run your statements against Simon Sinek's vision test:
- Is the vision resilient? (able to withstand cultural or economic change)
- Is the vision inclusive? (inspires the whole organisation)
- Is the vision service-oriented? (benefits users)